MFI reviews flagship kitchen brands

It has emerged this week that furniture retailer MFI is undertaking a strategic review of its flagship kitchen brands, Hygena and Schreiber.

The business is in consultation with design and strategy group Circus, which in turn is understood to have brought in Lippa Pearce, Dew Gibbons and Bibliotheque to look at ways to improve the kitchen brands.

This could involve revisiting the brand architecture and a redesign of the identities. MFI was not available for comment as Design Week went to press. The consultancies declined to comment on the project.

MFI is refocusing its retail offer around kitchens and bedrooms, with a view to moving the business away from the budget end of the market. The strategy is part of a wider operational review put into place by MFI chief executive Matthew Ingle, who was appointed last October.